Sip report bikaji

[i]
‘A STUDY OF CONSUMER PERCEPTION TOWARDS BIKAJI
PRODUCT IN BIKANER CITY’
AT
BIKAJI INTERNATIONAL FOODS PVT. LTD.
A Project Report
Submitted to RNB Global University for the partial fulfilment for the degree
of Masters of Business Administration (MBA) (Batch- 2019-2020)
By:
ARHAM BOTHRA
Enrolment No. – RNBGU201600066
Under the Guidance of
Dr. Meenakshi Sharma
RNB GLOBAL UNIVERSITY, BIKANER
OCTOBER, 2020

[ii]
ACKNOWLEDGEMENT
First of all I would like to express my deep gratitude to Dr. Meenakshi Sharma (Associate
Professor, SOCM) (RNB Global University, Bikaner) as my internal research guide for giving
her valuable prestigious time for guiding my internship and report too.
I would like to express my deep gratitude to Mr. Deepak Agarwal (Managing Director) for
giving me this opportunity for working with Bikaji and Ms. Ritika Shrimali ( HR Manager ) for
their inside support during the internship.
My heartfelt appreciation goes to the respondents who took their time from busy schedules for
participating in this research.
I would also like to thank my parents and other family members for their moral support and
blessings to carry out this project work successfully.
I have no word to thank my near and dear ones who have upholded the spirit in which the project
report was framed.
I extend my gratitude to all my colleagues for their encouragement, support, guidance and
assistance in preparing the report.
Above all I would like to thank the Almighty for His blessings and my family and friends for
their unending motivation.
ARHAM BOTHRA
Enrolment no.: RNBGU201600066

[iii]
DECLARATION
I hereby declare that Internship Project Report, entitled ‘A STUDY OF CONSUMER
PERCEPTION TOWARDS BIKAJI PRODUCT IN BIKANER CITY’, is based on my
original study and has not been submitted earlier for award of any degree or diploma
to any Institute or University.
The work of other author(s), wherever used, has been acknowledged at appropriate
place(s).
Place: BIKANER Candidate’s Signature
Date: 15th
October, 2020 ARHAM BOTHRA
RNBGU201600066
Countersigned
Supervisor: Dr. Meenkashi Sharma

[iv]
CERTIFICATE OF EXTERNAL/ COMPANY RESEARCH GUIDE

[v]
CERTIFICATE OF INTERNAL (UNIVERSITY) FACULTY GUIDE
Enrolment No: RNBGU201600066
This is to certify that Mr. Arham Bothra of MBA has completed this Summer
Internship/Research Project under my supervision in partial fulfilment for the award
of the Masters Degree in Business Administration (MBA) from RNB Global
University, Bikaner.
Course Name: Summer Internship
Course Code: 11005400
SIGNATURE OF INTERNAL SIGNATURE OF STUDENT
FACULTY GUIDE
PLACE: RNB GLOBAL UNIVERSITY, BIKANER
DATE: 15th
October,2020

[vi]
RESEARCH OR LEARNING PROPOSAL
I SYNOPSIS
Consumer behaviour is the study of how individual customers, groups or
organizations select, buy, use, and dispose ideas, goods, and services to satisfy their
needs and wants. It refers to the actions of the consumers in the marketplace and the
underlying motives for those actions.
Marketers expect that by understanding what causes the consumers to buy particular
goods and services, they will be able to determine—which products are needed in the
marketplace, which are obsolete, and how best to present the goods to the consumers.
The study of consumer behaviour assumes that the consumers are actors in the
marketplace.
The perspective of role theory assumes that consumers play various roles in the
marketplace. Starting from the information provider, from the user to the payer and
to the disposer, consumers play these roles in the decision process.
The roles also vary in different consumption situations; for example, a mother plays
the role of an influencer in a child’s purchase process, whereas she plays the role of
a disposer for the products consumed by the family.

[vii]
II. OBJECTIVES
The study aims to:
• To determine the consumers’ perception about products of BIKAJI Foods International
Limited in Bikaner City
• To evaluate the consumer’s perception about BIKAJI and its products with respect to
other brands in Bikaner City
III. PROPOSED LEARNING AND METHODOLOGY
Scope of the Study
• To identify various products of the BIKAJI products
• To identify and check about how the BIKAJI market is there in Bikaner region
with keeping in mind the consumer views.
The study was undertaken in Bikaner district of which four tehsils were selected
for the study. Figure 1 shows the exact location of the area covered for the study.
Figure 1: Map of Bikaner

[viii]
Collection of data
Only Primary data were collected for the accomplishment of study.
Primary Data:- Primary data were collected through personal interview method
using prestructured questionnaire from vendors, retailers & consumers in the study
areas.
Research Instrument
Pre structured questionnaire was designed for vendors, retailers & consumers.
Structured questionnaire was developed to interview retailers, vendors &
consumers which consists both open as well as close ended questionnaire.
LIMITATION TO STUDY/ EXPERIMENT
• In view of the limited time available for the study, only the Brand image of
BIKAJI in Bikaner city only could be studied.
• The sample size is too small to reflect the opinion of the whole organization.
• Due to Covid-19 going anywhere was quite difficult.
• Only the online interaction was with consumer and rarely get the chance to meet
the consumer for questionnaire. The answers given by the respondents must be
believed and have to be taken for granted as truly reflecting their perception

IX
EXECUTIVE SUMMARY
Indian snack food market has reached a value of 14,720 crore. It is one of the largest snack
markets in the world. The industry has been growing around 15% for the last three years, while
the branded segment is growing around 25% per annum. Bikaji is one of them and going to be
the biggest bhujia and namkeen manufacturer in Asia after Haldiram.
BIKAJI FOODS INTERNATIONAL LIMITED. Is a pioneer in Bikaner bhujia industry in
more than one field. It is one of the foremost companies to earn international repute. The
products offered by the company are of good quality and taste. The product range offered to
customers is quite extensive. There are around 35 varieties of Bhujia and Namkeens, and more
than five different flavours of Papad and Potato chips, The Company adds a new product item
to its list every 16 to 18 months and thus keeps with the competitive market and also growing
the product range in sweet market for creating more competence. The products are packed
hygienically untouched by hands, by high-tech, fully automatic machines. The packets are
bright and attractive and look modern & thus appeal to the customer.
The prices of the product are administered that is set by the management. Company provides
prices on point of origin price policy.
The distribution channels of the company are strong and extensive. The company employs
agents as well as dealers for distribution. There are more than 500 dealers presently working
for the company. The company maintains good relations with its dealers and agents.
The company promotes is products through active advertising in print and broadcast media, it
sponsors programs on regional television network and films The company also goes for event
marketing and has sponsored and organized many function and events.

X
TABLE OF CONTENTS
Serial no. TOPIC Page No.
1. Acknowledgments……………………………………………………………… ii
2. Declaration………………………………............................................ iii
3. CERTIFICATE OF EXTERNAL COMPANY……………………………… iv
4. Certificate of internal research guide……………………….………. v
5. Research or learning proposal……………………….…………………. vi-viii
6. Executive Summary……………………………………...……..…………… ix
7. Table of Contents…………………………………………………………….. x
8. List of Figures and Charts…………………………………………………. xi
9. Chapter I – Introduction…………………………............................ 1-13
1.1 Organisation selected………………………………….. 1-2
1.2 Industry Analysis…………………………………………. 3-4
1.3 Introduction to the concept……………...……….. 5-13
10. CHAPTER 2 – Review Of Literature …………………….. 14-17
11. Chapter 3 – company profile……………………………… 18-27
12. Chapter 4 – research methodology……………………. 28-29
13. Chapter 5 – competitors’ analysis……………………… 30-33
14. CHAPTER 6 – DATA ANALYSIS AND INTERPRETATION….. 34-54
15. CHAPTER 7 – CONCLUSION AND RECOMMENDATION….. 55-56
16. REFERENCES/ BIBLIOGRAPHY……………………………………….. 57
17. APPENDICES………………………………………………………………….. 58-65

XI
LIST OF FIGURES AND CHARTS
FIGURE
No.
FIGURE OR CHART PAGE NO.
1 MAP OF BIKANER VII
2 PRODUCT CATEGORY – NAMKEEN 30
3 PRODUCT CATEGORY – BHUJIA 31
4 PRODUCT CATEGORY SWEETS 32
5 PRODUCT CATEGORY CHIPS AND MIXTURES 33
6 GENDER 34
7 DO YOU PREFER BIKAJI PRODUCTS 35
8 SNACK TIME FOR FAMILY 36
9 MOST PREFERABLE PRODUCT OF BIKAJI 37
10 FLAVOUR PREFERANCE 38
11 PLACE TO BUY BIKAJI PRODUCTS 39
12 WHAT COMPELS YOUTO CONSUME IT 40
13 RATE THE BIKAJI PRODUCTS 41
14 MOSTLY PACKAGING SIZE PREFERRED 42
15 CONSUMPTION FREQUENCY 43
16 WHO AFFECTS THE PREFERENCE IN FAMILY 44
17 FOR HOW LONG YOU ARE CONSUMING “BIKAJI PRODUCT 45
18 WHAT WAS YOUR SOURCE OF INFORMATION ABOUT PRODUCTS
OF BIKAJI
46
19 WHICH PACKED SWEETS YOU LIKE MOST 47
20 PERCEPTION ABOUT PACKAGING OF BIKAJI PRODUCTS 48
21 WHICH TRADITIONAL SNACK YOU LIKE THE MOST IN BIKAJI 49
22 DOES CONSUMPTION OF BHUJIA INCREASES OR DECREASES
DURING FESTIVE SEASON.
50
23 WOULD YOU SUGGEST BIKAJI COMPANY PRODUCTS TO YOUR
FAMILY AND RELATIVES
51
24 DO YOU PREFER GIFT HAMPERS OF BIKAJI PRODUCTS 52
25 HAVE YOU NOTICES ANY DEFECTS REGARDING QUALITY,
PACKAGING OR IN OTHER ASPECTS IN YOUR PREFERRED BHUIJA.
53
26 IF PRICE OF YOUR PREFERRED BRAND INCREASES , THEN WOULD
YOU LIKE TO CHANGE/SWITCH THE BRAND
54

[1]
CHAPTER 1 – INTRODUCTION
1.1 ORGANISATION SELECTED: BIKAJI FOODS
INTERNATIONAL LTD.
The company commenced in the thar Desert; the city of Bikaner is situated in northern
Rajasthan. Shivdeep Industries Ltd. Was started in 1986, with its lead office in Bikaner.
The company soon became a large manufacturing unit under the guidance of Mr. Shivratan
Agarwal and Mrs. Sushila Agarwal.
All raw material from grains, oils and spices to dry fruits, flour, vegetable oil and condiment
are selected and purchased from amongst in order to impact to their purity and prime
position, in fact, a different section is devoted to this aspect of the manufacturing process.
All BIKAJI snacks are made untouched by human hand, on fully automated machines in
the most ultra-modern factory in Rajasthan. A separate packaging unit has been set up to
pack the product in a clinically hygienic environment.
BIKAJI snacks are the talk of the town in almost the whole of India, they are already
setting tongues talking in the Middle East, part of Africa, USA, UK and Europe. The
company was rewarded with the National awards for industrial, excellence in 1992 – the
first company to receive such an award in the category of food products.
BIKAJI group of companies has three units under its umbrella; and besides food products,
it is doing well in-service sector also as in Hotel Basant Vihar palace, catering to the up-
market crowd and established as one of the best hotels in Bikaner.
The three units under BIKAJI group of companies are BIKAJI Industries Limited,
BIKAJI Food products Pvt. Ltd. And BIKAJI food products Ltd. Shivdeep Industries Ltd.
Produces Bhujia, papad and sweets, BIKAJI food products pvt. Ltd. Produces potato clips
and Bhujia Namkeens, sweets Rasgulla gulabjamun.
The new unit of BIKAJI food private Ltd. Has started producing ‘Tourist Mineral water’
a few years back only. The same management looks after all three units. The grown curve
of organization is a positive on BIKAJI is also planning to launch ‘ tea very soon. It has
the potential and plans for future expansion ad diversification. BIKAJI FOODS
INTERNATIONAL LIMITED is brainchild of Mr. Shiv Ratan Agarwal and Mrs. Sushila
Agarwal. She has looked after and nurtured the company to its present position. And her
talents and skills have been recognized and appreciated through out of the state.
She was awarded presidents Award for Women entrepreneur in 1997 and she is the first
Woman in state of Rajasthan to have won such a prestigious award. Mr. Shiv ratran

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Agarwal himself had been recipient of many an award for humanitarianism and
contribution to the upliftment of the industry and its people.
BIKAJI FOODS INTERNATIONAL LIMITED is situated in Bichhwal industrial area,
Bikaner. A unique feature of the company is that there is one company profile and therefore
there is no job profile as such.
Although there are department like finance, productions and marketing but there is an
informal structure where the manger finance can look into production and marketing if the
need arises. The company is a reputed one and its products come with a brand name
‘BIKAJI’ the company is the only one, which provides wide variety of snacks and
savouries.
The company has a well-knit distribution system in India. It also exports its products to
countries like Australia, Japan Singapore and Europe too. The company’s export sales are
about 5% of their total sales turnover which is around 1Billion.
The company is always trying to cater to the ever-increasing demand for more and more
variety in namkeens by launching new flavors and new types of mixtures every now and
then. Some new ones are Mastkin and Tana-Tan. The company takes proper care of its
workers and employees and they feel privileged to work with such a reputed firm. The
company provides training to the workers on the job.
There are about 1200 workers/employees in the company. They are provided with all the
basic amenities a company should provide with, like group insurance for all the workers,
medical aids, mess, etc, the company provides its employees with bonus, festival offers and
likewise from time to time. They are also provided with leave encashment scheme.
The production takes place on a large scale. To provide its customers with the best quality
and taste of Bhujia, The Company has a well-established quality control lab. Every day the
first lot is checked and then other lots are made, if the first one is fine.
There are usually no complaints for the quality of the products. To meet the rising demand
the company has installed many automatic machines and even installed high tech.
Packaging machines procured from flex and digipack. The machines used for production
are checked on a regular basis and are replaced or repaired as and when required.
The raw material (Lentils, edible oil, spices and condiments) are procured from Bikaner
and if requited edible oil is also purchased from surat and other cities in Gujrat.

[3]
1.2 INDUSTRY ANALYSIS
Hindi poet Ashok Vajpeyi had once remarked that one half of Bikaner’s population is
occupied with making Bhujia and the other with eating it. His observation continues to hold
true in the dusty, desert city where every third shop in the bazaars sells namkeen (savouries)
and sweets. While staple indulgences kachoris and samosas are consumed with abandon,
one particular snack is a must with every meal: Bikaneri bhujia.
The nationwide ubiquity of this crunchy mouth-pleaser today belies the fact that around 20
years ago, few outside Rajasthan were aware of it. Bhujia, made from ‘moth’ dal, a locally
grown legume that provides the distinctive flavour, was often confused with sev (thinner
strands made of chana dal).
That problem no longer exists. The real McCoy is now easily recognisable, after the
Bikaneri bhujia was accorded a geographic indication, acknowledging the unique taste of
ingredients sourced from the region. And BIKAJI Foods International, founded in 1987 by
Mr. SHIVRATAN AGARWAL, has played a stellar role in this process.
Mr. Agarwal—known as Fanna babu— produces, daily, around 125 tonnes of savouries
(bhujia, namkeen, papad among others) and sweets in his two factories. His brand BIKAJI
has become an established player in the packaged foods business, generating a revenue of
Rs 400 crore (FY2014) with a presence in 20 states through its distributors. The snacks,
earlier unbranded commodities produced by the local halwai, are now retailed in a range of
pack sizes and consumed in India and abroad.
The major Bhujia consuming mkt. In Rajsthan followed by Punjab and Haryana. Uttar
pradesh, West Bengal and assam to are not far behind, Rajasthan consumes about 30% of
the total produce annually and rest of the 70% is consumed by other states and with time
the awareness and interest in Bikaneri Bhujia has grown and spread all over the country
and around the world too.
Recently export of Bhujia and namkeen from Bikaner has also gained momentum. The
export of Bhujia has potential to grow much more, it only requires awareness on the part
of manufacturer about the export prospects of the item, export producers, documentation
and packaging.
The whole Bhujia industry is divided into two sectors.
(a) Unorganised (b) Organised
The unorganized sector consists of over 70% of the total Bhujia industry these units are.
Flourishing in the district because of high demand of the product and easy availability of
raw material and also low setting up costs. The unorganized sector also includes small
business and small-owners selling the snacks and sweets. Almost every second household
in the city has women and girls making papads. The major portion of this sector is inside
the ‘walled city’ of Bikaner and Gangasaher area.

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An estimated number of 850 burners are used in this unorganized sector and around 80 to
100 kgs. Of Bhujia per day which amounts to an annual production of 25,000 to 30,000
tons. This sector though unorganized and traditional, still poses a threat to the modern
organized sector, as a larges segment of Bikaner’s population is still price conscious and
the price of the product unbranded Bhujia of ‘Loose Bhujia’ in local jargon is around 30%
less than the branded and packaged Bhujia. The organized sector is the rest 30% of the
Bhujia industry.
The major players are BIKAJI, Bhikharam chandmal, Haldiram, Choudhary Food products
swad industries Pvt. ‘Yes’ and Mr. Namkeen and many more. ‘BIKAJI’ in Bikaner is
major company in the branded Bhujia market. Another emerging name in this sector is of
Bhikaram. Chandmal’s sunsine food products. Bhikharam chandmal has opted up a big
showroom in Bikaner and has started distributing the products in some other states too.
The companies of this sector have to face a tough competition given by multinational like
lehar Namkeens and from Uncle Chips.
The companies of Bikaner Bhujia Industry mainly use print media for advertising only
BIKAJI has used the broadcasting media for advertising. These companies themselves face
enough competition from each other and soon will have to start employing other marketing
strategies if they want to survive in this competitive market of Bhujia.
The present distribution channel of the product is mainly direct selling and employing sales
force like sales representative and sales officers who extensively travel to book order for
this respective companies besides these 3 units have appointed dealers throughout the
country to market their products.
The unit adopting direct selling can think of marketing the item through dealership, which
will help in enhancing the sales. This industry is reported to be facing a lot of problems in
regard to finance, electricity, taxation structure and entry of multi-nationals in the field.

[5]
1.3 Introduction to the concept – Consumer Behaviour
Consumer behaviour is the study of how individual customers, groups or organizations
select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It
refers to the actions of the consumers in the marketplace and the underlying motives for
those actions.
Marketers expect that by understanding what causes the consumers to buy particular goods
and services, they will be able to determine—which products are needed in the marketplace,
which are obsolete, and how best to present the goods to the consumers.
The study of consumer behaviour assumes that the consumers are actors in the marketplace.
The perspective of role theory assumes that consumers play various roles in the
marketplace. Starting from the information provider, from the user to the payer and to the
disposer, consumers play these roles in the decision process.
The roles also vary in different consumption situations; for example, a mother plays the
role of an influencer in a child’s purchase process, whereas she plays the role of a disposer
for the products consumed by the family.
Some selected definitions of consumer behaviour are as follows:
1. According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions and
decision processes of people who purchase goods and services for personal consumption’.
2. According to Louden and Bitta, ‘consumer behaviour is the decision process and physical
activity, which individuals engage in when evaluating, acquiring, using or disposing of
goods and services’
Consumer behavior is the study of consumers and the processes they use to choose, use
(consume), and dispose of products and services, including consumers’ emotional, mental,
and behavioral responses.
Consumer behavior incorporates ideas from several sciences including psychology,
biology, chemistry, and economics.
In this guide we’ll take a look at the different aspects and facets of consumer behavior, and
we’ll discuss the most effective types of customer segmentation.
Consumers are really complex in needs and expectations, but if you segment them
accordingly and understand their behavior, you will know how to treat your customers and
increase the number of loyal ones.

[6]
Nature of Consumer Behavior:
1. Influenced by various factors: The various factors that influence the consumer behavior
are as follows:
a. Marketing factors such as product design, price, promotion, packaging, positioning and
distribution.
b. Personal factors such as age, gender, education and income level.
c. Psychological factors such as buying motives, perception of the product and attitudes
towards the product.
d. Situational factors such as physical surroundings at the time of purchase, social
surroundings and time factor.
e. Social factors such as social status, reference groups and family.
f. Cultural factors, such as religion, social class—caste and sub-castes.
2. Undergoes a constant change: Consumer behavior is not static. It undergoes a change
over a period of time depending on the nature of products. For example, kids prefer
colourful and fancy footwear, but as they grow up as teenagers and young adults, they
prefer trendy footwear, and as middle-aged and senior citizens they prefer more sober
footwear. The change in buying behavior may take place due to several other factors such
as increase in income level, education level and marketing factors.
3. Varies from consumer to consumer: All consumers do not behave in the same manner.
Different consumers behave differently. The differences in consumer behavior are due to
individual factors such as the nature of the consumers, lifestyle and culture. For example,
some consumers are technoholics. They go on a shopping and spend beyond their means.
They borrow money from friends, relatives, banks, and at times even adopt unethical means
to spend on shopping of advance technologies. But there are other consumers who, despite
having surplus money, do not go even for the regular purchases and avoid use and purchase
of advance technologies.
4. Varies from region to region and country to county: The consumer behaviour varies
across states, regions and countries. For example, the behaviour of the urban consumers is
different from that of the rural consumers. A good number of rural consumers are
conservative in their buying behaviours.
The rich rural consumers may think twice to spend on luxuries despite having sufficient
funds, whereas the urban consumers may even take bank loans to buy luxury items such as
cars and household appliances. The consumer behaviour may also varies across the states,

[7]
regions and countries. It may differ depending on the upbringing, lifestyles and level of
development.
5. Information on consumer behaviour is important to the marketers: Marketers need
to have a good knowledge of the consumer behaviour. They need to study the various
factors that influence the consumer behaviour of their target customers.
The knowledge of consumer behaviour enables them to take appropriate marketing
decisions in respect of the following factors:
a. Product design/model
b. Pricing of the product
c. Promotion of the product
d. Packaging
e. Positioning
f. Place of distribution
6. Leads to purchase decision: A positive consumer behaviour leads to a purchase
decision. A consumer may take the decision of buying a product on the basis of different
buying motives. The purchase decision leads to higher demand, and the sales of the
marketers increase. Therefore, marketers need to influence consumer behaviour to increase
their purchases.
7. Varies from product to product: Consumer behaviour is different for different
products. There are some consumers who may buy more quantity of certain items and very
low or no quantity of other items. For example, teenagers may spend heavily on products
such as cell phones and branded wears for snob appeal, but may not spend on general and
academic reading. A middle- aged person may spend less on clothing, but may invest
money in savings, insurance schemes, pension schemes, and so on.
8. Improves standard of living: The buying behaviour of the consumers may lead to
higher standard of living. The more a person buys the goods and services, the higher is the
standard of living. But if a person spends less on goods and services, despite having a good
income, they deprives themselves of higher standard of living.
9. Reflects status: The consumer behaviour is not only influenced by the status of a
consumer, but it also reflects it. The consumers who own luxury cars, watches and other
items are considered belonging to a higher status. The luxury items also give a sense of
pride to the owners

[8]
Why is consumer behavior important?
Studying consumer behavior is important because this way marketers can understand what
influences consumers’ buying decisions.
By understanding how consumers decide on a product they can fill in the gap in the market
and identify the products that are needed and the products that are obsolete.
Studying consumer behaviour also helps marketers decide how to present their products in
a way that generates maximum impact on consumers. Understanding consumer buying
behaviour is the key secret to reaching and engaging your clients, and convert them to
purchase from you.
A consumer behavior analysis should reveal:
What consumers think and how they feel about various alternatives (brands, products, etc.);
What influences consumers to choose between various options;
Consumers’ behavior while researching and shopping;
How consumers’ environment (friends, family, media, etc.) influences their behavior.
Consumer behavior is often influenced by different factors. Marketers should study
consumer purchase patterns and figure out buyer trends.
In most cases, brands influence consumer behavior only with the things they can control;
like how IKEA seems to compel you to spend more than what you intended to every time
you walk into the store.
So, what are the factors that influence consumers to say yes? There are three categories of
factors that influence consumer behavior:
1. Personal factors: an individual’s interests and opinions that can be influenced by
demographics (age, gender, culture, etc.).
2. Psychological factors: an individual’s response to a marketing message will depend on
their perceptions and attitudes.
3. Social factors: family, friends, education level, social media, income, they all influence
consumers’ behavior.

[9]
Types of consumer behavior:
There are four main types of consumer behavior:
1. Complex buying behavior: This type of behavior is encountered when consumers are
buying an expensive, infrequently bought product. They are highly involved in the purchase
process and consumers’ research before committing to invest. Imagine buying a house or a
car; these are an example of a complex buying behavior.
2. Dissonance-reducing buying behavior: The consumer is highly involved in the
purchase process but has difficulties determining the differences between brands.
‘Dissonance’ can occur when the consumer worries that they will regret their choice.
Imagine you are buying a lawnmower. You will choose one based on price and
convenience, but after the purchase you will seek confirmation that you’ve made the right
choice.
3. Habitual buying behavior: Habitual purchases are characterized by the fact that the
consumer has very little involvement in the product or brand category. Imagine grocery
shopping: you go to the store and buy your preferred type of bread. You are exhibiting a
habitual pattern, not strong brand loyalty.
4. Variety seeking behavior: In this situation, a consumer purchases a different product
not because they weren’t satisfied with the previous one, but because they seek variety.
Like when you are trying out new shower gel scents.

[10]
What affects consumer behavior?
Many things can affect consumer behavior, but the most frequent factors influencing
consumer behavior are:
1. Marketing campaigns: Marketing campaigns influence purchasing decisions a lot. If
done right and regularly, with the right marketing message, they can even persuade
consumers to change brands or opt for more expensive alternatives.
Marketing campaigns can even be used as reminders for products/services that need to be
bought regularly but are not necessarily on customers’ top of mind (like insurance for
example). A good marketing message can influence impulse purchases.
2. Economic conditions: For expensive products especially (like houses or cars) economic
conditions play a big part. A positive economic environment is known to make consumers
more confident and willing to indulge in purchases irrespective of their personal financial
liabilities.
Consumers make decisions in a longer time period for expensive purchases and the buying
process can be influenced by more personal factors at the same time.
3. Personal preferences: Consumer behavior can also be influenced by personal factors,
likes, dislikes, priorities, morals, and values. In industries like fashion or food personal
opinions are especially powerful.
Advertisements can, of course, help but at the end of the day consumers’ choices are greatly
influenced by their preferences. If you’re vegan, it doesn’t matter how many burger joint
ads you see, you’re probably not gonna start eating meat because of that.
4. Group influence: Peer pressure also influences consumer behavior. What our family
members, classmates, immediate relatives, neighbors, and acquaintances think or do can
play a significant role in our decisions.
Social psychology impacts consumer behaviour. Choosing fast food over home-cooked
meals, for example, is just one of such situations. Education levels and social factors can
have an impact.
5. Purchasing power: Last but not least, our purchasing power plays a significant role in
influencing our behavior. Unless you are a billionaire, you will take your budget into
consideration before making a purchase decision. The product may be excellent, the
marketing could be on point, but if you don’t have the money for it, you won’t buy it.
Segmenting consumers based on their buying capacity will help marketers determine
eligible consumers and achieve better results.

[11]
Customer behavior patterns
Buying behavior patterns are not synonymous with buying habits. Habits are developed as
tendencies towards an action and they become spontaneous over time, while patterns show
a predictable mental design.
Each customer has his unique buying habits, while buying behavior patterns are collective
and offer marketers a unique characterization. Customer behavior patterns can be grouped
into:
1. Place of purchase: Most of the time customers will divide their purchases in several
stores even if all items are available in the same store. Think of your favorite hypermarket:
although you can find clothes and shoes there as well, you’re probably buying those from
actual clothing brands.
When a customer has the capability and the access to purchase the same products in
different stores, they are not permanently loyal to any store, unless that’s the only store they
have access to. Studying customer behavior in terms of choice of place will help marketers
identify key store locations.
2. Items purchased: Things to consider: the items that were purchased and how much of
each item was purchased. Necessity items can be bought in bulk while luxury items are
more likely to be purchased less frequently and in small quantities.
The amount of each item purchased is influenced by the perishability of the item, the
purchasing power of the buyer, unit of sale, price, number of consumers for whom the item
is intended, etc.
Analyzing a shopping cart can give marketers lots of consumer insights.
3. Time and frequency of purchase: Customers will go shopping according to their
feasibility and will expect service even during the oddest hours; especially now in the era
of e-commerce where everything is only a few clicks away.
It’s the shop’s responsibility to meet these demands by identifying a purchase pattern and
match its service according to the time and frequency of purchases.
One thing to keep in mind: seasonal variations and regional differences must also be
accounted for.
4. Method of purchase: A customer can either walk into a store and buy an item right then
and there, or order online and pay online via credit card or on delivery.
The method of purchase can also induce more spending from the customer (for online
shopping, you might also be charged a shipping fee for example). The way a customer
chooses to purchase an item also says a lot about the type of customer he is.

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Customer behavior segmentation impactful. Customer segmentation, types of buyers, has
always been important, but now that personalization and customer experience are factors
that determine a business’ success, effective segmentation is even more important.
Traditionally, most marketers use six primary types of behavioral segmentation.
1. Benefits sought: A customer who buys toothpaste can look for four different
reasons: whitening, sensitive teeth, flavor, or price. When customers research a
product or service, their behavior can reveal valuable insights into which benefits,
features, values, use cases, or problems are the most important motivating factors
influencing their purchase decision.
When a customer places a much higher value on one or more benefits over the
others, these primary benefits sought are the defining motivating factors driving the
purchase decision for that customer.
2. Occasion or timing-based: Occasion and timing-based behavioral segments refer
to both universal and personal occasions. Universal occasions apply to the majority
of customers or target audience. For example, holidays and seasonal events when
consumers are more likely to make certain purchases. Recurring-personal
occasions are purchasing patterns for an individual customer that consistently repeat
over a period of time. For example, birthdays, anniversaries or vacations, monthly
purchases, or even daily rituals such as stopping for a cup of coffee on the way to
work every morning.
Rare-personal occasions are also related to individual customers, but are more
irregular and spontaneous, and thus more difficult to predict. For example attending
a friend’s wedding.
3. Usage rate: Product or service usage is another common way to segment customers
by behavior, based on the frequency at which a customer purchases from or interacts
with a product or service. Usage behavior can be a strong predictive indicator of
loyalty or churn and, therefore, lifetime value.
4. Brand loyalty status: Loyal customers are a business’ most valuable assets. They
are cheaper to retain, usually have the highest lifetime value, and can become brand
advocates. By analyzing behavioral data, customers can be segmented by their level
of loyalty so marketers can understand their needs and make sure they are satisfying
them. Loyal customers are the ones who should receive special treatment and
privileges such as exclusive rewards programs to nurture and strengthen the
customer relationship and incentivize continued future business.
5. User status: There are many different possible user statuses you might have depending
on your business. A few examples are:
 Non-users
 Prospects

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 First-time buyers
 Regular users
 Defectors (ex-customers who have switched to a competitor).
6. Customer journey stage: Segmenting the audience base on buyer readiness allows
marketers to align communications and personalize experiences to increase conversion at
every stage.
Moreover, it helps them discover stages where customers are not progressing so they can
identify the biggest obstacles and opportunities for improvement, even on postpurchase
behaviours.
Besides these traditional ways, another type of segmentation is the RFM model.
 RFM comes from Recency, Frequency and Monetary Value.
 Recency = how recent a customer placed the last order on your website
 Frequency = how many times a customer purchased something from your
website in the analyzed period of time
 Monetary Value = how much each customer spent on your website since the
first order
The RFM model analysis can be executed in 2 ways:
 Manually – exporting your database in a spreadsheet and analyse your
customers following the rules for RFM analysis
 Automatically – through certain tools that are creating RFM dashboards
From the RFM segmentation and analysis you can not only reveal what are your most loyal
and profitable customers or less profitable customers but also:
 Reveal what brands and products are dragging your business down
 Build custom recommendations for your customers
 Solve certain Customer Experience problems
Before making decisions based on gut feeling regarding your customers and your audience,
observe their behavior, listen to them and build a relationship before your competitors do.

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CHAPTER 2 – LITERATURE REVIEW
Introduction In Present Marketing Scenario, the Study of Consumer Behavior has become
essential. Consumers are the kings of markets. Without consumers no business organization
can run. All the activities of the business concerns end with consumers and consumer
satisfaction. Customer behavior study is based on consumer buying behavior, with the
customer playing the three distinct roles of user, payer and buyer. The knowledge of
consumer behavior helps the marketer to understand how consumers think, feel and select
from alternatives like products, brands and the like and how the consumers are influenced
by their environment, the reference groups, family, and salespersons and so on. A
consumer‟s buying behavior is influenced by cultural, social, personal and psychological
factors. Most of these factors are uncontrollable and beyond the hands of marketers but
they have to be considered while trying to understand the complex behavior of the
consumers.
 Detail study According to (Leila Haghshenas, 2013) Consumer behavior is a
process. Consumer behavior included a series of activities (selection, purchase,
consumption, etc.) during the purchase and after the purchase is going as continuous
process. Consumer behavior is different for different people. Due to individual
differences and the impact of outside forces on the different types of people,
consumers have a variety of behaviors and these differences cause difficult to
predict consumer behavior.
 (Yakup & Jablonsk, 2012) The task of marketing is to identify consumers’ needs
and wants accurately, then to develop products and services that will satisfy them.
For marketing to be successful, it is not sufficient to merely discover what
customers require, but to find out why it is required.
Only by gaining a deep and comprehensive understanding of buyer behaviour can
marketing’s goals berealised. Such an understanding of buyer behavior works to the mutual
advantage of the consumer and marketer, allowing the marketer to become better equipped
to satisfy the consumer’s needs efficiently and establish a loyal group of customers with
positive attitudes towards the company’s products.
 According to (Durmaz, 2014) Marketing starts with the needs of the customer and
ends with his satisfaction. When everything revolves around the customer then the
study of consumer behavior becomes a necessity. In the modern marketing, the
customers have great options to select so persuasion of the customers by the
marketers has a vital impact on their buying. In order to persuade the consumers,
the marketers have to study the consumer behavior. The factors that affect the
consumer buying behavior are categorized as cultural factors, social factors,

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personal factors and psychological factors. In this study, the psychological factors
were investigated.
Consumer is the one who consumes the goods and services produced. As such, consumers
play a vital role in the economic system of a nation because in the absence of the effective
demand that emanates from them, the economy virtually collapses. Customer is a person,
company, or other entity which buys goods and services produced by another person,
company, or other entity. Consumer behavior might be the following: The mental,
emotional and physical activities that people engage in when selecting, purchasing, using
and disposing of products and services so as to satisfy needs and desires
A person can be motivated to buy a product for convenience, for style, for prestige, for
self-pride or being at par with others If the marketers know what creates motivation, they
may be able to develop marketing tactics to influence consumers’ motivation to think about,
be involved with, and/or process information about their brand
Marketers are interested in the beliefs that people formulate about specific products and
services because these beliefs make up product and brand images that affect buying
behavior. If some of the beliefs are wrong and prevent purchase, the marketer has to launch
a campaign to correct them.
 (Deliya & Parmar, 2012) in their research paper discussed about packaging,
according to them package attracts consumer’s attention to particular brand,
enhances its image, and influences consumer’s perceptions about product. Also
package imparts unique value to products, works as a tool for differentiation, i.e.
helps consumers to choose the product from wide range of similar products, and
stimulates customers buying behavior. Thus package performs an important role in
marketing communications and could be treated as one of the most important
factors influencing consumer’s purchase of package, its elements and their impact
on consumer’s buying behavior became a relevant issue.
 Assessment of the Brand Image of BIKAJI Foods International Limited in Bikaner
City - Dhaka, Surjeet Singh. Choudhary, Urmila. Assessment of the brand image of
BIKAJI Foods International Limited in Bikaner City. Advances in Economics and
Business Management (AEBM). Print ISSN: 2394-1545; Online ISSN: 2394-1553;
Volume 1, Number 2; November, 2014 pp. 119-123. Krishi Sanskriti Publication
 Eastwood, D.B, (1985): The concept of consumer needs to be understood before
getting an insight about the behavior and perceptions of consumer. Thus, ‘A
consumer unit is one or more persons who collectively generate income and allocate
it for consumption among the members of the unit’. Making it more clear it can be
said that the term customer unit refers domiciliary which includes individuals,
ancestry and those who are living together.

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 (Bhattacharya, C.B. &Sen, S., 2003): Customer behavior advert to the mental,
emotional process and the noticeable behavior of customers during searching,
buying and post consumption of a product or service. It includes study of how
people buy, what, when and why they purchase. +It amalgams the aspects from
Psychology, Sociology, Socio psychology, Anthropology and Economics. And also
tries to evaluate the access on the customers from groups such as ancestry, friends,
reference groups and society in general.
 The future of India Snacks Market can be judged from the fact that this industry is
expected to grow with double digit CAGR for the time frame of 2018 to 2024. India
snacks market is dived between organized players and unorganized market. At
present Unorganized market is dominating the India snacks market. But this
scenario is expected to change during the forecast period of 2018-2024. India
Snacks Market is growing due to following factors Lifestyle Changes, Rising
Urbanization, Growing Middle Class Population, Local Availability and
Availability of Snacks in Small Package Size, Low Price and Company's Strategies
to focus on regional taste. (29-1- 2018,Laura Wood, Senior Manager)
 Satisfaction is a result of a product related experience and this question reflects the
overall opinion of a consumers experience with the product performance.
Satisfaction and attitude are closely related concepts. The psychological concepts
of attitude and satisfaction may both be defined as the evaluation of an object and
the individual relationship to it. Anything that can be offered to a market for
attention, acquisition, use, or consumption that might satisfy a want or need, include
physical objects, persons, organizations, and ideas is called as product. Services
mean the work done by one person which is helpful to another person and these are
intangible in nature. It is an act of help and assistance. (Sahaya Alexander )
 Haldimand’s does not have an effective visual merchandising strategy but is still
able to procure higher sales due to a focused product line, resulting in timely stock
replenishment. While Frito Lay's merchandising tools were found to be most
effective in increasing the visibility of its products and brand due to increased
deployment of these tools in different shapes and sizes at almost all retail outlets,
its merchandising strategy could not beat the festival season sales of Haldimand’s.
This is due to the fact Factors Affecting the Retailer Perception for the Sale of
Snacking Products through Traditional Trade Retail Outlets in India 29 NJMSR V.1
No.1 Issue 1 (2016) that Haldimand’s brand, as a close competitor of Frito Lay, also
provided better retailer schemes to push sales during the festival season further. ITC
and Parle lag far behind in merchandising tool deployment and also in offering
competitive retailer schemes. (Gagan Katiyar,2016)
 Jafersadhi , Published on 01 May 2014 • A Study on Buying Behavior on Instant
Food Products(Save time) at Coimbatore (Research Scholar, Department of
Management Studies, Anna University, Coimbatore, India)

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 Dr. JK Sharma, Dr. R. B. Sharma, published on Aug,2016 • Research Scholar,
Mewar University, Rajasthan Former Professor and Head of Department Jai Narain
Vyas University • (A Study on Consumer Behavior Towards Select Branded Food
Items)

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CHAPTER – 3 COMPANY PROFILE
3.1 INTRODUCTION OF THE COMPANY
Nestled in the thar Desert, the city of Bikaner is situated in northern Rajasthan. Shivdeep
Industries Ltd. Was started in 1986, with its lead office in Bikaner. The company soon
became a large manufacturing unit under the guidance of Mr. Shivratan Agarwal and Mrs.
Sushila Agarwal.
The company commenced business in the city central market. All raw material from grains,
oils and masalas to dry fruits, flour, vegetable oil and condiment are selected and purchased
from amongst in order to impact to their purity and prime position, In fact, a different
section is devoted to this aspect of the manufacturing process.
All BIKAJI snacks are made untouched by human hand, on fully automated machines in
the most ultra-modern factory in Rajasthan. A separate packaging unit has been set up to
pack the product in a clinically hygienic environment.
BIKAJI snacks are the talk of the town in almost the whole of India, they are already
setting tongues talking in the middle east, part of Africa, USA, UK and Europe. The
company was rewarded with the National awards for industrial, excellence in 1992 – the
first company to receive such an award in the category of food products.
BIKAJI group of companies has three units under its umbrella; and besides food products,
it is doing well in service sector also as in Hotel Basant vihar palace, catering to the up
market crowd and established as one of the best hotels in Bikaner.
The three units under BIKAJI group of companies are shivdeep Industries Limited,
shivdeep Food products Pvt. Ltd. And BIKAJI food products Ltd. Shivdeep Industries Ltd.
Produces Bhujia, papad and sweets, shivdeep food products pvt. Ltd. Produces potato clips
and Bhujia Namkeens, sweets Rasgulla gulabjamun.
The new unit of BIKAJI food private LTd. Has started producing ‘Tourist Mineral water’
a few years back only. The same management looks after all three units. The grown curve
of organization is a positive on BIKAJI is also planning to launch ‘ tea very soon. It has
the potential and plans for future expansion ad diversification.Shivdeep industries limited
is brainchild of Mr. Shiv Ratan Agarwal and Mrs. Sushila Agarwal. She has looked after
and nurtured the company to its present position. And her talents and skills have been
recognized and appreciated through out of the state. She was awarded presidents Award for
Women entrepreneur in 1997 and she is the first Woman in state of Rajasthan to have won
such a prestigious award.

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The company was rewarded with national Award for industrial excellence in 1992 the first
company to receive such an award in the category of food products. Mr. Shiv ratran
Agarwal himself had been recipient of many an award for humanitarianism and
contribution to the upliftment of the industry and its people.Shivdeep industries limited is
situated in Bichwal industrial area, Bikaner. A unique feature of the company is that there
is one company profile and therefore there is no job profile as such.
Although there are department like finance, productions and marketing but there is an
informal structure where the manger finance can look into production and marketing if the
need arises.The company is a reputed one and its products come with a brand name
‘BIKAJI’ the company is the only one, which provides wide variety of snacks and savories.
The company has a well-knit distribution system in India. It also exports its products to
countries like Australia, Japan Singapore and Europe too. The company’s export sales are
about 2% of their total sales turnover which is around 40 crores. The company is always
trying to cater to the ever-increasing demand for more and more variety in namkeens by
launching new flavors and new types of mixtures every now and then. Some new ones are
mastkin and tanatan.The company takes proper care of its workers and employees and they
feel privileged to work with such a reputed firm. The company provides training to the
workers on the job.
There are about 1200 workers/employees in the company. They are provided with all the
basic amenities a company should provide with, like group insurance for all the workers,
medical aids, mess, etc, The company provides its employees with bonus, festival offers
and likewise from time to time. They are also provided with leave encashment scheme.
The production takes place on a large scale. To provide its customers with thebest quality
and taste of Bhujia, The company has a well established quality control lab. Every day the
first lot is checked and then other lots are made, if the first one is fine.
There are usually no complaints for the quality of the products. To meet the rising demand
the company has installed many automatic machines and even installed high tech.
Packaging imchines procured from flex and digipack. The machines used for production
are checked on a regular basis and are replaced or repaired as and when required.
The raw material (Lentils, edible oil, spices and condiments) are procured from Bikaner
and if requited edible oil is also purchased from surat and other cities in Gujrat.BIKAJI
has emerged as one of the finest names in Bhujia industry its traditional market consists of
Northern India, especially states of Rajasthan Punjab, Haryana, Gujrat, Bengal and assam.
And in nutshell it can be said that in a short period of fifteen years the company has made
its position strong and is presence inveterate in the Bhujia industry.

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Vision
To provide the best quality, hygiene and competitively priced food products
to our customers worldwide, And their main aim is whenever there is any breakfast , lunch,
refreshment, dinner their product should be their in that particular meal
Mission
BIKAJI' reach international domains
lty with high value products and services
HISTORY
1987 -Established at Bikaner, Rajasthan
1990 -Major market Share holder in Rajasthan, Bihar, Assam
1995 -Presence across indian markets
1997 -Started exporting to USA, UK, Europe and UAE
2000 -Markets in Canada, Japan and Australia opened
2005 -Other International markets opened - New Zealand, Nepal, Thailand, Oman, Qatar,
Bahrain, Italy, Benin
2008 -BIKAJI Food Junxon (retail & restaurant chain) opened in Mumbai and Thane
2010 -Tanzania and Uganda Markets Opened
2011 -BIKAJI retail outlets opened inside International and Domestic Airport Terminals
at Mumbai and Jaipur
2012 -BIKAJI franchise stores opened across Mumbai, Jaipur and Bikaner
2013 -Other International markets opened - South Africa Mauritius, Malaysiya, Congo,
Singapore, Nigeria
2013 -Additional International markets to be opened shortly in spain, Kuwait, Norwey,
Kenya
SELECTION OF THE ORGANIZATION
I have selected this organization for the purpose of research because it is the leading FMCG
in the country and also started its business at global level.
So the policy related to marketing strategy is that whenever their is launching of the new
product how they tell about to their consumer and how they compete in the market with

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price, quality, quantity etc, So that is why I have selected this organization for my research
project on the topic employee satisfaction in the organization.
ORGANISATION CHART:--

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Expansion Plan
 To have BIKAJI's franchise stores across domestic markets - Currently in:
Mumbai, Bikaner, Ganganagar, Ahemdabad, Guwahati.
 To have retail outlet presence inside all major airports in india
 To double the production capacity in next 5 years
 To introduce new products from time to time
 To increase brand presence across the globe
Awards
 Special Award for Outstanding Women Entrepreneur presented to Smt. Shushila
Devi Agarwal by Shri Shankar Dayal Sharma, Hon'ble President of India
 Rajasthan State Award for Export Excellence presented to Shri Shiv Ratan Agarwal
by Shri Ashok Gehlot, Hon'ble Chief Minister, Rajasthan
 Award for "Industrial Excellence" Presented by Shri Ajit Kumar Panja, Minister of
Coal & Mines at Noida
 The "Bharat Udyog" Award Presented by H.H Dhanik Lal Mandal, Governor of
Harayana at Chandigarh
Corporate Social Responsibility
 Cancer Hospital, Bikaner
 Cardiac Hospital, Bikaner
 Dharamshala, Ram Deora, Jaisalmer
 Temple, Bikaner
 Water Fountain, Bikaner
 Tree Plantations, Bikaner

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3.2 INDUSTRY PROFILE:
India is expected to become the fifth largest consumer market in the world by 2025,
according to a paper prepared by the Confederation of Indian Industry (CII) and Grant
Thornton.
Food and beverages is the biggest of the consumption categories. The F&B sector is
supported by the vast agriculture sector: India is the biggest producer of pulses, and the
second biggest producer of rice, wheat, sugarcane, and fruits and vegetables.
It is also the biggest producer of milk and buffalo meat and ranks fifth in poultry production.
The other helpful factors: large extents of arable lands, favourable climate, long coastline,
and low wages.
The liberalisation of the economy in the early 1990s minimised business barriers. The
sector has found more avenues to the market with the development of modern retail
systems such as supermarkets. Meanwhile, transportation and storage logistics have
improved.
The huge population (1.27 billion in 2015) and the burgeoning middle class are the other
advantages for the industry. About half the population is under 30 years of age, and many
of them start to earn early and strive to lead a better quality of life.
The higher income levels of consumers give them higher disposal incomes. Lifestyles have
changed, and more families are eating out and trying out different cuisines. Working
couples are increasingly purchasing convenience foods.
Consumers have become more discerning and those in urban areas particularly trust
branded foods for their promise of quality.
A section of consumers have become extremely health conscious. This segment is moving
towards protein-rich foods and fruits and vegetables from carbohydrate-rich or fat-laden
items. Quality-conscious customers have taken the bottled water market to $50 million.
The beverage industry, excluding alcoholic beverages, is worth about $16 billion. Tea and
coffee are the most popular beverages, followed by soft drinks (carbonated drinks and
juices), health drinks, milk-based drinks, flavoured drinks, and energy drinks.
Half of the tea and coffee consumed in the country is sold unpacked. The alcohol beverages
market is estimated to be worth about $35 billion, with whiskey, beer, and wine as the most
popular drinks.
The F&B industry would do well to adopt global standards of quality and safety to earn
more consumer trust. The need of the hour is the introduction of Total Quality Management
principles.

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TASK ASSIGNED DURING THE SIP
I have done my SIP at BIKAJI Foods International Ltd. It was my 45 days internship
program. There I was given the task to analyse the Shelf share & Market share with cosumer
perception of BIKAJI in Bikaner city.
To find out the shelf share & market share of BIKAJI, I went to Bikaner Railway Station
& talked to the vendors & trolley persons. I asked them above the demand of various
product so that I can analyse the actual picture of the market. I also counted the number of
products(Ladi) of each brand at their shops or trolleys. After counting the number of all the
products, I wrote down the number, quantity of packet & price. After getting all the details,
I calculated shelf share of BIKAJI for each vendor & market share.
For my another task, i.e. Consumer perception of BIKAJI in Bikaner city, I had to prepare
a questionnaire, stating various questions about the BIKAJI & its competitors. We made
different questionnaires for Consumers.
For Consumers the questionnaire emphasise on their preferences, likes, dislikes & their
perception for BIKAJI.
Both the task which was assigned to me, were to be done without revealing that we are
doing this work for BIKAJI itself.
At last, we summed up the finding & drew the conclusion.
MY DUTIES:
 Conduct background research on survey topics.
 Plan and design surveys and determine appropriate survey methods
 Test surveys to make sure that people will understand the questions
 Coordinate the work of survey interviewers and data collectors
 Account for and solve problems caused by non-respondents or other sampling
issues
 Analyze data.
 Summarize survey data using tables, graphs, and fact sheets.
 Evaluate surveys, methods, and performance to improve future surveys

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CHALLENGES FACED TO UNDERTAKE THE ACTIVITY:
The task which was assigned to me was not an easy task. It requires a huge amount of
patience & good communication skills. Challenges faced by me are:
 The consumers were not ready to talk with us due to current scenario of Covid-19.
 They were hesitating to share their confidential information.
 Many costumer were not giving us the correct information.
 At the questionnaire time also many of the consumers were hang back to fill the
questionnaire appropriately.
 Even the consumers were also not filling the questionnaire at the right time & doing
delay.
KNOWLEDGE & SKILLS REQUIRED TO PERFORM THE
ACTIVITIES:
Some of the skills which are mandatory to perform the activities are as follows:-
Active Listening - Giving full attention to what other people are saying, taking time to
understand the points being made, asking questions as appropriate, and not interrupting at
inappropriate times. Writing - Communicating effectively in writing as appropriate for the
needs of the audience
Speaking - Talking to others to convey information effectively.
Critical Thinking - Using logic and reasoning to identify the strengths and weaknesses of
alternative solutions, conclusions or approaches to problems.
Complex Problem Solving - Identifying complex problems and reviewing related
information to develop and evaluate options and implement solutions.
Judgment and Decision Making - Considering the relative costs and benefits of potential
actions to choose the most appropriate one.
Active Learning - Understanding the implications of new information for both current and
future problem-solving and decision-making.
Time Management - Managing one's own time and the time of others.
Monitoring - Monitoring/Assessing performance of yourself, other individuals, or
organizations to make improvements or take corrective action.
Social Perceptiveness - Being aware of others' reactions and understanding why they react
as they do.

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VARIOUS LEARNINGS FROM SIP
An internship is an opportunity to test drive a career without making any serious
commitments. It provides you with experiences, lessons, and the tools you’ll need to get a
full-time gig in the future.
It is often a great choice because it gives you a feel for work without being thrown into the
deep end straight away. This provides you with the opportunity to grow and learn before
fully entering the working world.
New and improved skills and how to apply them:- One of the most important things you
can gain from an internship is newfound knowledge. This can include knowing how to
fulfil tasks that are relevant to your desired career path and sharpening the skills that you
already possess.
 Professional communications:- Working in a professional setting for the first time
can be difficult to get used to. But it is the best way to learn how to navigate the
working world through real-life, hands-on experience. One of the most valuable
skills you will gain from an internship is the ability to speak with people in a
professional setting. Discussions with bosses or co workers are different from
discussions with lecturers or fellow students.
 Networking is important:- Don’t underestimate yourself; make sure you make the
most of your internship and take advantage of all the opportunities that come with
it. Also, unglue yourself from your desk every once in awhile and get to know other
interns. Not only will you end up creating great memories and making friends, but
you will widen your professional network. Be proactive, and if you are invited to
work functions introduce yourself to people. This is the only way people will know
who you are and what you’re all about and most importantly – remember you.
 Taking constructive criticism well:- Naturally, no one likes to be criticised and
performance evaluations can be quite scary. You will probably make a few mistakes
and receive constructive criticism about your work from both your colleagues and
your boss. Always remind yourself that it’s not personal. It is for your own good
and growth and it will improve the quality of your work
 Work hard no matter what you’re doing:- Always work hard even if your task is
small and seems unimportant. It will help you build a good work ethic, and people
will notice the effort you put in. It’s not nice being told what to do all the time, but
your superiors (mostly) know better. Following the rules and instructions they give
you makes it easier for everyone.

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 Independence:- Often, we think being spoon-fed is the way to learn, but working
independently has proved to be very important. Your internship will teach you to
make my own decisions and do things on your own. Being able to work
independently with little guidance is very important in the working world.
 Making connections:- In addition to the people who will be your references in the
future, try to leave your internship with new connections: senior employees, clients,
fellow interns, etc. These people can provide guidance, advice and help you in
future job searches. Keep them in the loop on where you are in your career, and
offer to help them whenever you can. To do this, you’ll need to make an effort
during the course of your internship to build relationships with people around the
office.
 You’re more important than you think:- Even though you are at the bottom of
the career ladder, you’re also needed and your basic work is appreciated. Intern life
can be tough, and you only get a short time to make a lasting impression. However,
it is a great opportunity to gain experience, make friendships and learn.

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CHAPTER 4– RESEARCH METHODOLOGY
Research methodology refers to the search for Knowledge. It is a way to systematically
solve the research problem. In it we study the various steps that are generally adopted by
the researcher in studying his research problem along with logic behind them. *Research
Methodology concerning a research problem or study provide answers to various questions
like; why a research study has been undertaken, how the research problem has been defined,
what data have been collected and what method has been adopted to collect the data, what
technique has been used for analyzing the data and a host of similar other questions.
Though there are more than one alternative approaches available to the researcher, but this
not enough to make the task of selecting the suitable research design simpler. Like the so-
called suitable research design may require some in between approach. The objective of
study being the main determinant of the validity and reliability of the method adopted the
degree of usefulness of the scientific method. Since there are many aspects of research
methodology, in line of action must be chosen from variety of alternatives, so that
individual choice of suitable method is further complicated and make a viable whole.
For this survey, the sample size is 100 consumers. Data collection is done through Primary
method (by filling questionnaires).
Other data was taken from various secondary sources.
For data analysis and data processing, the collected data is represented in the form of pie
charts & bar graphs.
OBJECTIVES
The study aims to:
 To determine the consumers’ perception about products of BIKAJI Foods
International Limited in Bikaner City
 To evaluate the consumer’s perception about BIKAJI and its products with
respect to other brands in Bikaner City
Scope of the Study
 To identify various products of the BIKAJI products
 To identify and check about how the BIKAJI market is there in Bikaner region
with keeping in mind the consumer views.

[29]
Collection of data
Only Primary data were collected for the accomplishment of study.
Primary Data:- Primary data were collected through personal interview method using pre-
structured questionnaire from vendors, retailers & consumers in the study areas.
Research Instrument
Pre structured questionnaire was designed for vendors, retailers & consumers. Structured
questionnaire was developed to interview retailers, vendors & consumers which consists
both open as well as close ended questionnaire.
LIMITATION TO STUDY/ EXPERIMENT
 In view of the limited time available for the study, only the Brand image of
BIKAJI in Bikaner city only could be studied.
 The sample size is too small to reflect the opinion of the whole organization.
 Due to Covid-19 going anywhere was quite difficult.
 Only the online interaction was with consumer and rarely get the chance to meet
the consumer for questionnaire.
The answers given by the respondents must be believed and have to be taken for granted
as truly reflecting their perception.

[30]
CHAPTER 5– COMPETITORS ANALYSIS
BIKAJI is dealing in wide range of products. In each category of products it has to face
competition, like in bhujia and namkeen category Bhikharam Chandmal and Bishanlal
Babulal. In chips and other snacks it has to face local as well as multinationals.
1. Product Category - Namkeen *
Check all that apply.
 BIKAJI
 BHIKHARAM CHANDMAL
 BHISHANLAL BABULAL
 PARLE AGRO
 Other:
INTERPRETATION: - From the above category namkeen comparison we have analyses
that BIKAJI hold 75% market share in namkeen category followed by bhikkaram
chandmal with 29% and bhishanlal Babulal hold 19% and rest have less proportion.

[31]
2. Product Category - Bhujia *
 BIKAJI
 BHISHANLAL BABU LAL
 PARLE AGRO
 Other
INTERPRETATION: - From the above respondent BIKAJI hold 51% bhujia market in
bikaner and 34% by bhikharam chandmal and 37% by bhishanlal Babulal and rest are in
less proportion in market share.

[32]
3. Product Category Sweets *
 BIKAJI
 LALJI
 ROOPCHAND MOHANLAL
 KHANDELWAL SWEETS
 Other:
INTERPRETATION: - In above response in sweets market we can see that BIKAJI hold
37% market in bikaner and roopchand mohallal hold 41% , bhikharam chandmal hold 38%,
lalji hold 13%, Khandelwal sweets hold 11% and other have less market share.

[33]
4. Product Category Chips And Mixtures *
 BIKAJI
 UNCLE CHIPS
 LAYS
 BINGO
 Bhishanlal babulal
 Other:
INTERPRETATION: - In above response BIKAJI hold 52% in chips and mixtures and
lays hold 47%, uncle chips hold 33% and less others have less percentage in market with
respect to above brands has they more than these in chips and mixtures.

[34]
CHAPTER 6- DATA ANALYSIS AND INTERPRETATION
1. Gender?
 Male
 Female
 Prefer not to say
INTERPRETATION: - From the above graph, we can see that around 61% costumers
are male, 39% costumers are female. It is clear that in the market male costumers used to
buy BIKAJI product as they do the household shopping in the Bikaner City.

[35]
CONSUMER PERCEPTION TOWARDS BIKAJI FOODS
INTERNATIONAL LTD.
2. Do you prefer BIKAJI PRODUCTS ? *
Mark only one oval.
 Yes
 No
INTERPRETATION: - From the above graph, we can see that from the 100 respondents
88% prefers BIKAJI products and remaining 12% don’t prefer BIKAJI products. It
clearly shows that the consumers are preferring BIKAJI products.

[36]
3. Snack Time For Family ? *
 Morning
 Afternoon
 Evening
 Night
INTERPRETATION: - It was found that during afternoon & evening consumption was
highest especially in the evening time the consumption rate is high with 44% of the total
time during the day.
• In evening it is being used as supper along with the tea or coffee
• In afternoon it is being consumed as part of lunch e.g. papad ki sabzi, bhujia ki sabzi &
even bhujia is consumed as a delicacy along with the meal

[37]
4. Most Preferable Product of BIKAJI?*
Check all that
 Bhujia
 Namkeen
 Sweets
 Chips
 Papad
 Cookies
INTERPRETATION: - Consumer had strong brand image for BIKAJI Bhujia which
was the oldest & strongest product especially the namkeen is having 28% share then
followed by 15% bhujia as individual and rest are in different proportion.
• Majority of consumers were consuming Bhujia & other namkeen due the different &
unique taste of BIKAJI products
• Papad, chips & other products are also gaining momentum in market.

[38]
5. Flavour Preferance ? *
 Bikaneri Bhujia
 Sab Kuch
 Kuch Kuch
 Papad
 Baat Cheet
 Disco Papad
 Classic Salted Chips
 Tomato Chips
 Kaju Pista Cookies
 Coconut Cookies
 Gulab Jamun
 Soan Papdi
INTERPRETATION: - From the above graph, out of 100 respondents most are
preferring Bikanreri Bhujia with 18% share and followed by 11% kuch kuch and rest we
can see that are in mixed proportion but it clearly show that majority preferable product
category is Bhujia and Namkeen.

[39]
6. Place To Buy BIKAJI Products ? *
 Organized Retail Outlets
 Retail Stores- Like Reliance fresh
 Unorganized retail outlets
 Local Sellers
INTERPRETATION: - Most of them directly go to the organized retail outlets for the
purchasing with 64% share followed by local stores with 43% and then Retail stores like
Reliance Fresh with 34% and rest with 20% share from Unorganized Retail outlets.

[40]
7. What Compels YouToConsume It ? *
Checkallthatapply.
 Brand
 Quality
 Varity’s
 Price
INTERPRETATION: - Consumers believe that Good Quality of BIKAJI products was
the major reason for high consumption of BIKAJI products with 41% ratio.
• BIKAJI also had good brand name & wide range of products which enables them to
capture huge market share in snacks business & satisfying the consumers for different
product base.

[41]
8. Rate The BIKAJI Products ? *
Mark only one oval.
0 1 2 3 4 5
Very Poor Excellent
INTERPRETATION: - From the above graph, we can see that out of 100 respondents
around 33% rated 5 followed by 27% with 4 rated followed by 20% with 3 rated and then
13% with 2 rated and only 7% with 1 rating.

[42]
9. Mostly Packaging Size Preferred ? *
 1kg
 400 gm
 200 gm
 50 gm
INTERPRETATION: - In the above responses its clearly shon that 63%% consumer
buy 400gm packaging and 1kg consumtion is 33%. 200gm packaging consume buy 18%
and 50 gm consume buy 11%

[43]
10. Consumption Frequency ? *
Mark only one oval.
 Very often
 Often
 Sometimes
 Rarely
 Never
INTERPRETATION: - In above respondent 40% consumer consume BIKAJI product
often , 33% consume sometimes in their daily life and 19% consume very often, 5%
rarely and only 3 percent never consumes BIKAJI product.

[44]
11. Who Affects The Preference In Family?
 Grand parents
 Parents
 Children
 Spouse
 No one
INTERPRETATION: - It is clearly shown that 54% preference by parents and 44% by
children 22% by no one and rest grand parents and spouse have 12% & 4% by spouse
only.

[45]
12. For How Long You Are Consuming “BIKAJI PRODUCT? *
Mark only one oval.
 Less than one year
 1-3 years
 3-6 years
 6-9 years
 More than 9 years
INTERPRETATION: - More than 9 year of the respondent using BIKAJI product is
40% and there are few who using 6- 9 year is 27% and 22% using from 3-6 years. And
only 3% are less than one year

[46]
13. What Was Your Source Of Information About Products Of BIKAJI ?*
 Friends/Relatives/Acquaintances
 Television Program / Television Advertisements
 Educational Event / Seminar etc
 Newspaper/Magazines/Books
 Radio Program / Radio Advertise
INTERPRETATION: - There are different source of information that consumer get
through that 33% know from the newspaper advertisement and books and 25% know
from television/ friends and 12% know from radio ad’s and rest 5% know from the way
of educational events and seminars

[47]
14. Which Packed Sweets You Like Most ?*
Mark one oval only.
 Rasgulla
 Soan papdi
 Gulab jamun
INTERPRETATION: - From the above graph, it shown that 50 % consumer uses
Sohan Papdi followed by 36% prefer Rasgulla and rest 14% prefer gulab jamun.

[48]
15. Perception About Packaging Of BIKAJI Products? *
Mark only one oval.
1 2 3 4 5
BAD EXCELLENT
INTERPRETATION: - In above data 33% consumer give excellent rating to the
BIKAJI Packaging and 27% give 4 rating, 20% give 3 rating , 13% give 2 rating and 7%
give 1 rating.

[49]
16. Which Traditional Snack You Like The Most In BIKAJI ? *
Mark only one oval.
 Bhujia
 Moong dal
 Mixture’s
 Peanut/ chana
INTERPRETATION: - From the above chart it is evident that the bhujia is more
consumed and prefer product with almost 35% share followed by Mixtures with 32%
preference followed by Moong Dal with 26% share and rest with 7% share of
peanut/chana.

[50]
17. Does Consumption Of BHUJIA Increases Or Decreases During Festive
Season. *
Mark only one oval.
 Increase
 Decrease
 Maybe
INTERPRETATION: - The above chart demonstrates that consumption increases in
festive season by 68% and be neutral at 25% and 7% says it will decrease during festive
season.

[51]
18. Would You Suggest BIKAJI Company Products To Your Family Aand
Relatives *
Mark only one oval.
 Yes
 No
 Maybe
INTERPRETATION: - In that 78% respondent suggests the BIKAJI products to their
family and relatives followed by 18% of maybe and rests 4% not suggested

[52]
19. Do You Prefer Gift Hampers Of BIKAJI Products? *
Mark only one oval.
 Yes
 No
 Maybe
INTERPRETATION: - in above respondent 57% prefer BIKAJI hampers and 24%
not prefer hamper of BIKAJI and remaining 19% are sometime prefer or sometime not
prefer BIKAJI hampers

[53]
20. Have You Notices Any Defects Regarding Quality, Packaging Or In Other
Aspects In Your Preferred BHUIJA. ? *
Mark only one oval.
 Yes
 No
INTERPRETATION: - In above data there is huge 74%respondent never notice and
detects regarding quality packaging and only 26% notice any rare detects

[54]
21. If Price Of Your Preferred Brand Increases , Then Would You Like To
Change/Switch The Brand ? *
Mark only one oval.
 Yes
 No
 Maybe
INTERPRETATION: - From the above graph, 41% % responses were found that if
prices of their preferred Bhujia increase, they may be switch over. While 38% %
respondents were agree that they will not switch over their preferred brand & 21%
respondents responded that they would shift to other brand if prices of their brand
increases.

[55]
CHAPTER 7 – FINDINGS, RECOMMENDATIONS AND
CONCLUSIONS
FINDINGS AND CONCLUSIONS
 88% of the respondent‟s preferred Bikaji snacks, out of them 33% rated it excellent
 Most of the family members consume Bikaji products in the evening time with 44%
of the stake.
 Quality of the products with 41% preferance is the compelling factor for
consumption (very few people consider price as the factor)
 28% and 15% respondents consume namkeen and bhujia respectively, which
implies the traditional food habits of people at Bikaner
 The most liked product of Bikaji is Bikaner Bhujia with 18% and followed by
various kinds of mixtures.
 Snacks are preferred maximum during lunch time with namkeen as most consumed
snacks Most of people (64%)find their favourite product at organized retail shops
 For products like Bikaneri bhujia and other namkeen big size packs with 400gm
packing are preferred and for chips and papad small sized packs are preferred
 Most of the products are consumed “often” with 40% ratio.
 Major source of information about Bikaji products is friends and relatives.
 Packed sweets liked by most of the cosumer is soan papdi with 50% weightage.
 In traditional sweets 35% shared is of Bhujia.
 78% respondents suggest the products to others
 In festive time Bikaji bhujia consumption will get increased by 68%.
 In most of the families all members consume the snacks, and 54% decision of
product is taken by parents.
 57% consumers like the gift hampers offered by Bikaji foods.
 High level of satisfaction i.e. 74% Satisfied consumers also want to experience
some new products from Bikaji with great packaging

[56]
RECOMMENDATIONS
Key suggestions on the basis of analysis:
 Promote the products other than bhujia and namkeen.
 Company needs to expand its market in the sweet section as there is very less
proportion of sweet market offered by Bikaji
 Reposition the products which can be consumed in timings other than afternoon
 Reposition the light snack products to increase the consumption frequency from
sometimes too often to very often
 Kids segment has to be kept in mind, as it is the drive for sales in food and snacks
industries
 Introduction of the new products considering the kids segment
 Though advertisements of the brand are liked by the consumers but they need to
be made more effective in order to attract more people
 Bikaji can also introduce such smaller packs to attract more customers specially
children
 Company should inject more amounts of products in the fastest moving packing
sizes
 Bikaji needs to promote its latest products, POP materials should be distributed to
promote products and increase visibility of Bikaji.

[57]
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